Julian Russell/Staff photographer
Bob Brenenman, co-owner of G. Willikers Toy Shop is getting ready for the holiday season in Portsmouth on Wednesday.

Instead of joining a long line of people looking for deals at major retailers this holiday season, shoppers are encouraged to ditch the idea of “Black Friday” and shop local by switching to “Plaid Friday.”

The concept by community retailers is to have shoppers spend their dollars a little closer to home for of the Friday after Thanksgiving and then, again, on “Small Business Saturday”.

“People are supposed to put on their plaid shirts and go shop at local businesses,” Michael Mengers, community events manager for the Greater Dover Chamber of Commerce said of Dover’s own shopping event.

In an effort to keep more money in the local economy this holiday season, communities in the region joined in a “Shift Your Shopping” campaign encouraged by the local organization Seacoast Local, which urges residents to “think local first” year-round.

The following is a list of some local shopping events and business promotions:

DOVER

The local merchants are gearing up for the day offering incentives to shoppers looking for that perfect gift.

At Nicole’s Hallmark on Central Ave., co-owner Janet Perry said the store will be offering its patrons “tokens of appreciation” for some free time at the parking meters while they shop any time throughout the holiday season. The store will also host a register-to-win item and complimentary wrapping with any donations offered for the service given to the soup kitchen, Perry said. Their most popular collection, items by American artist Jim Shore, will be sold at a 25 percent discount for Plaid Friday only.

“We’re hoping to bring shopping business closer to the community. It keeps more money local,” she said.

Plaid Friday, part of the “Discover Dover” campaign, will also bring the return of Santa’s Workshop to the Cocheco Mill Courtyard at 9 a.m., when this local shopping extravaganza officially kicks off. Dover Main Street will host a formal ribbon-cutting ceremony when Santa arrives at Santa’s Workshop, which has been restored by a handful of local volunteers.

Dover Main Street is inviting the community to come out in plaid attire or accessories for the day and enjoy hot cocoa from Kelley’s Row, holiday music, and photos with Santa and Mrs. Claus. The day will also feature visits with the Dover Mounted Police Unit — all in plaid for the occasion.

“The focus is on getting people right to the downtown,” Mengers said.

Ross Furniture, a primary business sponsor of this event; City Councilor Robert Carrier; Mandias Consulting; Central Paint; Newsky Electrical Contracting; Cynthia Design Studios; and Andrew Clark of Strafford Appliances; are all part of the crew of volunteers and sponsors who came on board with Dover Main Street to donate time and materials for the Workshop repair.

Though some businesses will be closed in Durham due to the university holiday, the Candy Bar, a shop on Main Street filled with treats and sweets, will have limited hours that day for anyone looking for holiday goodies Friday, Nov. 23.

Owner, Karen Larsen, said the main promotion of the day will utilize the shop’s new hot chocolate bar, boasting a variety of flavors for a cup of hot cocoa. A free cup will be given to anyone purchasing a holiday gift basket.

Larsen said she and some other merchants in town are hoping people will forgo shopping at the larger retailers and stay close to home.

“They can have a hot chocolate, buy their gift baskets, and enjoy not being at the mall,” Larsen said.

ROCHESTER

On Nov. 24, the Lilac City is hosting a “Small Business Saturday,” taking place between Black Friday and Cyber Monday, which includes businesses in the area offering deals for purchases online.

Small Business Saturday, organized nationwide by American Express, encourages residents to shop small business in their local communities. On Nov. 24, businesses in the area will run specials and offers, such as free gift wrapping, refreshments, and demonstrations throughout the day, said Michael Provost, director of Rochester Main Street. The list of businesses participating in Small Business Saturday has not yet been finalized.

Last year, more than 100 million people came to shop in their communities across the United States on Small Business Saturday.

NEWMARKET

Businesses in Newmarket will celebrate the gift of giving with caroling and the annual town tree lighting ceremony, which takes place downtown from 5-6 p.m. on Saturday, Dec. 1.

Additionally, members of the Lamprey Arts & Culture Alliance (LACA) plan to roast chestnuts out on Main Street, and trade those treats for canned food donations to benefit a local food bank, from 12 to 2 p.m. Carolers will also stroll the downtown area. The Riverworks will host its Holiday Craft Fair from 10 a.m. to 2 p.m. that day. Expect loads of locally-made crafts.

Newmarket Community Church will also hold its annual Christmas Fair on Saturday, Dec. 1. The church, located at 137 Main St., will open its doors for the event from 8 a.m. to 2 p.m., rain or shine. The event takes place in the church vestry, and admission is free. Shoppers can expect to eat and visit with new and old friends while perusing some of the goods on hand. Organizers say there will be something for everyone — from grab bags for the children to Christmas decorations to booths selling vintage goods and “man cave” items.

Other highlights for the fair include a visit from Santa, door prizes, a raffle and auction and games and toys for kids. For more information about the fair, please call the church office at 603-659-3892.

PORTSMOUTH

Businesses in the jewel of the New Hampshire Seacoast are throwing open their doors this year to host a holiday shopping challenge and special events throughout the season.

Portsmouth businesses will also be participating in a range of holiday retail events. On three consecutive Thursday evenings, gift wrappers will be on hand, and specials will be available.

Thursday, Nov. 29, is “Portsmouth Employee Day.” Throughout the day, Portsmouth employees will receive a discount on purchases from participating shops.

Thursday, Dec. 6 will be “Ladies’ Night.” From 7 to 9 p.m., women will be invited into participating shops for refreshments and discounts, some as high as 20 percent off. Various shops will also offer a “wish list” service for shoppers that can be passed on to the shoppers’ family members.

Men will reap the same benefits from 7 to 9 p.m. on Thursday, Dec. 13, which is “Men’s Night.”

Some of the shopping specials available at Portsmouth businesses this year include:

-A 15 percent off discount on Dr. Hauschka Skin Care kits for bath, body and hair (not including face care or makeup) at Prelude, located at 65 Market St., between Nov. 23 and Nov. 28;

-Weekly specials through Dec. 25 at Somnia, located at 107 Congress St.;

-A jewelry discount on Black Friday and the following Saturday at Ten Thousand Villages, located at 87 Congress St., Suite 104. The store is offering the opportunity to buy one piece of jewelry and receive 50 percent off on the second item;

-20 percent off on select holiday confections at Stonewall Kitchen from Nov. 23 to 25, and the opportunity to receive free ground shipping on orders of more than $99 between Nov. 16 and Dec. 21 (some restrictions apply);

-Special holiday promotions and giveaways at Warner’s Card & Gift Shop, located at 2 Market Square, on Saturday, Nov. 17, during the store’s annual holiday open house. Christmas cookies and refreshments will also be served;

-Black Friday, Small Business Saturday and Cyber Monday specials at Wristies. From Nov. 23 to 26, Wristies.com will offer free shipping. On Monday, Nov. 26, buy four items and get a free pair of “Original Wristies” Just specify the size and color you want and the company will include the item with your shipment;

-A Black Friday sale at Runner’s Alley, located 104 Congress St. On Friday, Nov. 23, the store will offer $10 off all sale apparel items. Check the store’s website and Facebook page during the 12 days leading up to Dec. 25 to see additional specials.

-A holiday sale at the store at Strawbery Banke Museum. The store will offer 25 percent off on purchases between Nov. 23-25.